Happy Customers...But Will They Come Back?

6/11/2017 7:00 AM

Restaurant customer service has been a big focus as patrons—particularly millennials—seek a dining experience, not just a meal out. But it’s becoming increasingly clear that it’s just one part of the equation that adds up to return visits, and industry-wide data is telling a concerning story.

Satisfaction with service rose more than 10% this spring, compared to last year. Yet just over 6% of patrons expressed an intent to return to these restaurants that they feel treat them well. So what is the disconnect?

Food Quality

While customer service ratings improved significantly, food scores dropped 1.2%. It doesn’t sound like a lot, but any decrease in overall food satisfaction is tied directly to your bottom line (you’re in the food business, after all). And the lack of growth in this area is even more concerning, since it’s heading in the wrong direction, and will influence your referrals. Customers who feel “meh” about a restaurant’s food will take one of three paths when discussing the restaurant with friends and acquaintances:

Say nothing (your business isn’t discussed or recommended)

Speak ambivalently (your restaurant is ok but not a top choice—or “used to be better”)

Recommend against dining with you (your restaurant isn’t among the better places to eat, and may even decline further)

Word-of-mouth is one of the most powerful advertising channels for local restaurants, so maintaining high quality and always aiming for improvement is important not just to satisfy customers but to “prove” that a patron’s recommendation is valid.

The Restaurant as Commodity

Competition for restaurants is very high—and it’s not just from other restaurants. While patrons do prefer an “experience,” the simple need of getting a meal (and even enjoying it with friends and loved ones) can be met in a number of ways:

Buying groceries and cooking at home (even higher-end meats, organic vegetables, exotic grains, etc., are available in many stores)

Ordering delivery or picking up takeout—even from convenience stores, which are making strides in their food offerings

Making a quick trip through the drive-through (it’s not just for “fast food” these days)

Choosing to dine at a quick-serve or sit-down chain, or a local pub or restaurant

The choices are so numerous, that it’s a challenge to stand out—but you must.

Lack of Loyalty

Brand loyalty has continued to decline across many consumable categories, from groceries to the service industry. Each time the economy dips, private label and “cheap” options get sales boosts, but as the economy recovers, often buyers don’t return to the “name brands” they were once loyal to. Even a decade after the 2008 economic plunge, customer loyalty is only to what meets the need at the price they’re willing to pay. This, compounded with millennial buying behaviors, means that restaurants have to excel not only at food quality and customer service, but in building a culture to attract and retain patrons—and employees, for that matter. Make your customers happy—but to keep them coming back, make them part of a community.

Thank you for reading this blog presented by Aprons and Smocks. Use the coupon code BLOG to receive 5% off of your next order.

Mike Cielinski

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I absolutely LOVE our aprons and hats!! Thank you so much! I look forward to reordering!

Melissa

I used your site for the first time, placed what I thought was a custom order and it was so easy to use. I received my aprons and absolutely love them. Thank you,

Hazel

Just rec'd our order...thanks for excellent customer service!!

Maggie

WOW. Thank you for the superior customer service!

Jennifer

Wanted to let you know how happy my daughter was with her apron at Christmas.. She loved the fact that it had an adjustable strap at the neck. Received the first one with a black spot on the bib and I called and another was sent immediately. Cannot say enough about your service. So thank you so much for everything. It was greatly appreciated.

Joyce

Aprons arrived on Thursday, March 7. Had them printed (saving over $100) and they look terrific! Thank you for offering to sell them without the printing. I am so pleased with the quality of the aprons.

Joan

I just wanted to take the time to write you an email about how we LOVE the aprons! They arrived today and they look amazing. We know that often people don't take the time to send good feedback. The colors & sticking was perfect. Since the beginning, you have been very helpful and made the ordering process extremely easy. Thanks so much & we'll be sure to pass your name along to anyone. Hopefully we'll be ordering from you again as well.

Kate

I purchased a personalized Chef's hat from you back in November and I just wanted to send a note to say thank you. I should have sent this sooner so I apologize for the delay. I placed an order online and paid to have it in two days because I was doing a photo shoot for a new cookbook that I had published in December. I needed it quickly due to the date of the shoot, I had not received a delivery confirmation email so I called and spoke with someone at your company about this situation. The gentleman I spoke with said that it takes several days, possibly weeks, to get the personalizations done, because of the holidays approaching, and then once it is done it will only take two days delivery. He asked me if I needed it for an event and when I told him what I needed it for he said he would move it up on his priority list. I received the hat in two days !!! I know that this person went above and beyond what they actually needed to do and I also realize that just because something is important to me does not mean that others have to adjust their plans to appease me. I cannot find enough words to thank you for such an amazing job with the hat and for the personalized service and wonderful customer service I received. I have had numerous inquires since my cookbook came out as to where I bought the hat from and I always highly recommend your company !! You can be assured that I will indeed order from your company again in the future.

Chef Lisi Parsons

YOU ROCK!!!! Thanks!

Michelle

Thank you I do value quick response and attention! Will definitely be sending referrals your way! Have a great rest of your day and will talk to you later. Many thanks,

Michelle

Confirming receipt of the aprons. They turned out really nice!

Amy

Our order from April 15th arrived today, which is much sooner than we expected, and the smocks are excellent quality. Very satisfied with your service and product! We will definite use your company again for reorders. Thank you!

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I am very pleased with my smock and aprons! Thank you!

Karen

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Val

Thank you Mike! I will keep recommending your company.

Susan

So civilized. You will be the only apron people in our future

Tracey G

I received the aprons yesterday just as you promised. Thank you very much for making it happen. These aprons look great and will be perfect for the wedding we are catering!!

Much appreciation!

Marguerite

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I'm always hesitant to do something like this on-line sight unseen. its nice to see that you and you're company obviously take pride in their work.

We will definitely be doing business in the future.

Thanks again,

Scott Adams

Thank you so much, that is greatly appreciated as is your incredibly quick response! I will, of course, let everyone know what a terrific company Aprons & Smocks is and look forward to doing further business with you myself.

Linda

These are my favorite aprons to embroider on for both men and women and do they sell well at craft shows...I share this source with all my fellow supply seeking embroidery friends...thanks for supplying such a great product!

Leslie

I just wanted to say a huge THANK YOU from all of our stores. Everyone LOVES the aprons for this year, and the quality vs. the ones from last year is much better. I am so excited to write a check to our local Breast Cancer research foundation, and thanks to your company and it’s creativity we are able to do that. Thanks again!

Cari

Hi Mike, the aprons arrived yesterday evening and I picked them up this morning. Please tell your team they look great. Thanks for your hard work and all your efforts.

Marla

We are absolutely satisfied with the aprons. I also appreciate how much time and effort you put into such a small order. We don’t have a lot of situations like this, but I am looking forward to working with you and your company again when we do.

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I’ve purchased aprons from a restaurant store, as well as a fabric store, but they don’t even begin to compare to the quality you sent. I’m so glad I found Aprons & Smocks!

They “ooze” with quality in fabric, workmanship, and appearance.

Frances L.

I can't thank you enough Mike, I truly appreciate the amazing service you have provided!!

Kerry

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Adriana

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Judy

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Erika G

Just a note... I got the order today and you Lived up to my EXPECTATIONS!!! I am trilled with the end result and wanted to thank you again for your patience... A great product and we will recommend you and your work.

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Also you were right, The aprons are Definitely an Upgrade from their current sets. Your product is just as outstanding as your customer service.

Linda C

I purchased two 3-pocketed aprons to be used by a teenager who is working in her father's hardware and agricultural store. Had the name of the business embroidery along with her last name (she has 3 brothers to follow her footsteps) and the words "Sales Person". She was overwhelmed to get them since she works in the garden department which is very dirty. I also purchase a child apron for a young boy--maybe 6. Had his name "SKY" put on a red apron. His birthday is in June so don't know if he will be happy with it, but I hear he likes to help his stepmother in the kitchen. The quality of the material was above my expectations and the stitching was professional and perfect. I couldn't be more happy had I made them myself. The quality is superb, workmanship is perfect, and the colors are exceptional--rich true colors. I'll be purchasing more. BeJay